Juan Hernández Aguirán
Juan Hernández Aguirán
94% of people who use Internet use it as an essential tool for searching information
In Spain 70% of people believe all the information that they read in Internet
People don’t believe in traditional publicity anymore
New Consumer TrendsNew Consumer Trends
Juan Hernández Aguirán *Study of AGOF (Germany)
Internet Users Trends*Internet Users Trends*
Juan Hernández Aguirán
Internet = Solid Advertising Platform for Cosmetics
73,7% of Internet users are interested in Cosmetics
Cosmetics buyers use it for:
– Buying (18,3%)
– Searching information (39,9%)
48% of men are already interested in Cosmetics and parfums
78,5% of Internet users seduced by Cosmetics have between 14-49 years old
*Study of AGOF (Germany)
Internet Users Trends*Internet Users Trends*
Juan Hernández Aguirán
TRADITIONAL MARKETINGvs.
SOCIAL ENGAGEMENT
Juan Hernández Aguirán
Traditional Communication
MonologueUnidirectionalPushIntrusive
Juan Hernández Aguirán
Traditional Communication
MonologueUnidirectionalPushIntrusive
Social Media ConversationBidirectional
PermisiveEngagement
Juan Hernández Aguirán
Traditional Social
Social EngagementSocial Engagement
Juan Hernández Aguirán
Traditional Social
We have two ears and one mouth to listen twice as much as we
speak
Social Media Principle
Social EngagementSocial Engagement
Juan Hernández Aguirán
Traditional Social
Social EngagementSocial Engagement
Juan Hernández Aguirán
Traditional Social
Social EngagementSocial Engagement
Juan Hernández Aguirán
Traditional Social
Social EngagementSocial Engagement
Juan Hernández Aguirán
2.0 World2.0 World
Juan Hernández Aguirán
2.0 World2.0 World
Juan Hernández Aguirán
Content pulled from Social MediaContent pulled from Social Media
Juan Hernández Aguirán
Content pulled from Social MediaContent pulled from Social Media
Juan Hernández Aguirán
Juan Hernández Aguirán
World Map of Social Networks
Juan Hernández Aguirán
World Map of Social Networks
Facebook is the number 1Facebook is the number 1
Juan Hernández Aguirán
August 2008
January 2009
April 2009
July 2009
September 2009
December 2009
February 2010
June 2010
100 million
150 million
200 million
250 million
300 million
350 million
400 million
500 million
Facebook users growthFacebook users growth
Juan Hernández Aguirán
Facebook USA Russia Japan Germany UK
500 million
308 million
141 million 127 million
81 million61 million
If Facebook was a country it would be the 3th in the
World
Facebook compared with countriesFacebook compared with countries
Juan Hernández Aguirán
facebookfacebook
Facebook has more Page Views than the Facebook has more Page Views than the next 100 biggest Web Sites Togethernext 100 biggest Web Sites Together
Juan Hernández Aguirán
• Average user has 130 friends• About 70% of Facebook users are outside the United States • There are more than 100 million active users currently
accessing Facebook through their mobile devices
*http://www.facebook.com/press/info.php?statistics
• 50% log on to Facebook in everyday
• Connected to 60 pages, groups and events
• Creates 70 pieces of content each month
Peo
ple
Act
ivit
y
The average facebook userThe average facebook user
Juan Hernández Aguirán
75% of users are older than 25
82% of users are older than 25
Age distributionAge distribution
Juan Hernández Aguirán
Who is in facebook?Who is in facebook?
Juan Hernández Aguirán
Who is in facebook?Who is in facebook?
Juan Hernández Aguirán
Who is in facebook?Who is in facebook?
Juan Hernández Aguirán
Who is in facebook?Who is in facebook?
Juan Hernández Aguirán
Who is in facebook?Who is in facebook?
Juan Hernández Aguirán
• More than 250.000 websites integrated
• Top 100 websites have integrated with Facebook
Does facebook work for branding?Does facebook work for branding?
Juan Hernández Aguirán
• More than 250.000 websites integrated
• Top 100 websites have integrated with Facebook
Does facebook work for branding?Does facebook work for branding?
Juan Hernández Aguirán
• More than 250.000 websites integrated
• Top 100 websites have integrated with Facebook
Does facebook work for branding?Does facebook work for branding?
Juan Hernández Aguirán
Customers
Employees
Juan Hernández Aguirán
COMPANYFANS
Customers
Employees
Juan Hernández Aguirán
COMPANYFANS
Customers
Employees
Communication
Interaction
BUZZ
Juan Hernández Aguirán
COMPANYFANS
Customers
Employees
Communication
Interaction
BUZZ
SEGMENTATION
BRAND AWARENESS
IMPROVE BUSINESS
Juan Hernández Aguirán
Communication
Engagement
SegmentationSegmentation
Promotion
Improve Business
Benefits of a facebook PageBenefits of a facebook Page
Juan Hernández Aguirán
Communication
Engagement
SegmentationSegmentation
Promotion
Improve Business
EventsNews VideosLinksDiscussions…
HabitsHabitsInterests Interests Geography Geography Languages Languages DemographicDemographic Brand Awarenness
Influence in brands Attendance at eventsResponses to challenges
Increase fans, followers & friendsComments & Number of interactionsCustomer satisfactionVolume of customer feedback Visitor retentionWiki contributorsSuggestions Employees reached (for internal programs)
Benefits of a facebook PageBenefits of a facebook Page
Juan Hernández Aguirán
• Increase Purchase considerationPurchase consideration
• Increase Market shareMarket share
• Savings per customerSavings per customer assisted through direct social media interactions compared to other channels (e.g., call centers)
• Savings generated by enabling customers to connect connect with each otherwith each other
• Costs saved from not spendingnot spending on traditional media
• Job applicationsJob applications received
Benefits of a facebook PageBenefits of a facebook Page
Juan Hernández Aguirán
IDEASIDEAS FOR YOUR FOR YOUR
FACEBOOK PAGEFACEBOOK PAGE
Juan Hernández Aguirán
InteractionInteraction
Juan Hernández Aguirán
Upload your pictureUpload your picture
InteractionInteraction
Juan Hernández Aguirán
Upload your pictureUpload your picture
InteractionInteraction
Opinions & SuggestionsOpinions & Suggestions
Juan Hernández Aguirán
Upload your pictureUpload your picture
InteractionInteraction
Opinions & SuggestionsOpinions & Suggestions
Sharing Sharing
Multimedia Multimedia
MaterialMaterial
Juan Hernández Aguirán
Information about:Information about:
Juan Hernández Aguirán
EventsEvents
Corporative NewsCorporative News
Social CommitmentSocial Commitment
Future projectsFuture projects
Global DataGlobal Data
NewnessNewness
Information about:Information about:
Juan Hernández Aguirán
EventsEvents
The
largest
Make up
Party
Juan Hernández Aguirán
Corporative NewsCorporative News
Juan Hernández Aguirán
Social CommitmentSocial Commitment
Juan Hernández Aguirán
Global DataGlobal Data
Juan Hernández Aguirán
New ProductsNew Products
Wrap
yourself
in
seduction
The favourite Hollywood Stars Fashion Designer
Juan Hernández Aguirán
Category EventsCategory Events
Juan Hernández Aguirán
Juan Hernández Aguirán
Who are you talking to?Who are you talking to?
Juan Hernández Aguirán
Who are you talking to?Who are you talking to?
CustomersCustomers WorkersWorkers
PublicPublicProfileProfile
Private Private ProfileProfile
Juan Hernández Aguirán
Free CommunicationFree Communication• Feedback• Promotion
• Brand Awareness• Debate
Who are you talking to?Who are you talking to?
CustomersCustomers WorkersWorkers
PublicPublicProfileProfile
Private Private ProfileProfile
Juan Hernández Aguirán
Juan Hernández Aguirán
Write your name and upload your pictureWrite your name and upload your picture
Juan Hernández Aguirán
Avon xxx
Juan Hernández Aguirán
Avon xxx
Start writing and following Start writing and following peoplepeople
Juan Hernández Aguirán
Avon xxx
Juan Hernández Aguirán
People interested in your tweets will easily People interested in your tweets will easily find youfind you
Juan Hernández Aguirán
People interested in your tweets will easily People interested in your tweets will easily find youfind you
Juan Hernández Aguirán
Juan Hernández Aguirán
Social Brand PrinciplesSocial Brand Principles
Juan Hernández Aguirán
INTERACTION ADAPTATION LOYALTY
INCREASE SALES
Benefits from Social MediaBenefits from Social Media
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